Live-Making-of: Hallam Foe

28. August 2008 | From Tino Kressner | Category: Film 2.0

In the British spies the boy drama Hallam Foe, played by Jamie Bell ( "Billy Eliot") after other people. The director, the screenplay into the public Internet and the blogosphere has invited views on the script and to edit it together. With the subsequent production blog, the audience to the film during the creation process will be bound - more intense than with traditional advertising. In October 2006, 20 bloggers at an exclusive test screening of the film and had invited the possibility of the director David MacKenzie themselves. "We do not know what will come out of it. You just have a feeling that if you connect with people they'll connect back. [...] This was the start of a conversation. "Said Hugh MacLeod, author of the blog gapingvoid and friend of MacKenzie.

Core elements of the marketing

Open Source Script
Live-Making-of, production blog by Colin Kennedy, an assistant of director David Mackenzie
Screening test for selected bloggers
Project Account at MySpace
Making-of 4 podcasts
Accounts of nature Hallam Foe, Kate Breck, Verity Foe on MySpace
Project account in Facebook friends network

History

The blog author of gapingvoid.com Hugh MacLeod and the director David MacKenzie have before shooting begins thinking about the problems of the film industry made:

"The trouble with film critics, amateur or professional is by the time they offer any useful criticism, it's too late. The money has already been spent, the film is in the can, and there's nothing I can do to realistically address their concerns. "

If a movie is shot once, it is too late for any negative criticisms raised. So they asked themselves whether the viewer has not been more in the film formation process should involve. They published the screenplay on the Internet with an invitation to readers 15 pages of the script shorter. In 39 subsequent comments were very enthusiastic about this idea and initial proposals have written. It was also the impetus blogs as a communication tool during the creation of the film to use. "We have been able to engage in audience far earlier in the process than would happen with traditional media, where the audience is targeted in the last few weeks prior to the release.," Said Hugh MacLeod, of the establishment of "Hallam Foe "Blogs have helped with. Since February 2006, on this page the complete formation behind the camera, and accompanied the visitors with regular photo and video material.

With a screening test, they have selected bloggers the opportunity to generate an exclusive look at the rough and then again on the final version to throw. The opinions were very positive. And even though the blogger is not forced into the film to write, they are here in the role of experts, insiders, and even VIPs were lifted. They knew the movie before any other spectators. Since the film seems to hit the taste, some 200 bloggers wrote about their enthusiasm for the film and recommended it to their readers with great enthusiasm further. Milinovich Gia wrote on her blog: "Please. Please please please please. PLEEEEEAAASE go see Hallam Foe in the cinema. "

The film was also moving into the social networks like MySpace and Facebook. Here, viewers of the film especially with the question "Have you seen Hallam Foe?" Encouraged about their thoughts on the film to write, then the same for all other open access. In addition, for the main characters as well as a MySpace account set up.

Results

A viral advertising effect, the open communication about "Hallam Foe" does not trigger. Colin Kennedy sees as the experiment of open-source scenario is not considered a success: "But I do not think in this instance it was a particularly successful experiment." The participation was very low, but there were the bloggers are very exciting opportunity in advance of the movie to see him in the development. So wrote the blogger Sarah Blow in her online diary: "I got to see it from script to first screening, and it has been a journey. I have to say that I really enjoyed reading the script and I read the whole lot in an evening. I loved it.

The blog getyourpeople.com reach globally under the 50,000 most-linked blogs with 445 links from other blogs that relate to the content.

The MySpace Account of Hallam Foe himself could until 3 September 2007 696 friends and 153 comments reach. The other characters, Kate Breck and Verity Foe, remained in the on-line friends and comments in a maximum of double-digit range. When Facebook has a "Hallam Foe" group of 389 members and 79 entries with opinions about the film.

Although the figures appear quite low, the film in the blogosphere is a very positive feedback left. The exclusively invited to the test screening the film bloggers have willingly on their blogs praised.

Similar Projects: "King Kong"

The director Peter Jackson has for his remake of "King Kong" during the entire time a production diary in the form of video contributions. The site generated a great attention. The daily range was, according to the statistics service Alexa service shortly before the film starting at 200 users per 1 million Internet users - what about half of the reach of the online offer of the Sueddeutsche Zeitung means. When the diaries as a three-DVD, all videos were removed from the site removed. The videos were just as Quicktime files online and could not be redistributed. In addition, the site was but a classic discussion forum for fans, with 3010 registered users and 194,802 contributions (as of September 4, 2007) one has found wide acceptance.

Similar Projects: "Sunshine"

In the film site for "Sunshine" is from the beginning of production to a blog integrated. Photos and videos can be sent to friends and contributions weitergeschickt comment. On the home page is located next to the classic navigation also a keyword cloud. 1,602 other blogs link to the Sunshine Blog, which he himself to the 4,000 best-linked Blogs counts. On the website there is a lively community that every blog entry numerous comments.